Researching the future in the present. Putting the consumer first

David Young and Susan Holder

This paper defines the future, the current research inadequacy and how it can be overcome for the benefit of our clients, ourselves and the consumer.

Researching the future in the present. Putting the consumer first

Susan Holder and David Young

Future Featuring Ltd., United Kingdom

To get to the future first we must find the shortest path between today and tomorrow.

Source: Hamel and Prahalad

Success in the future will be about getting there first but, this does not refer to markets, more fundamentally it is about anticipating, creating and dominating emerging opportunities. Therefore, the future is with us - now.

If we want to be part of that success we must develop the methodologies that help our clients...

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